To promote one of Taiwan’s important tourism assets “night markets” and profit in a big way from the new travel opportunities of mainland China tourists, this study examines mainland tourists’ customer satisfaction from Feng-Chia Tourist Night Market. The results show whether the marketing mix suits their needs, and provides suggestions for further improvement to raise the overall satisfaction. We expect to use Taiwan’s popular night market culture to attract more mainland tourists and increase the economic efficiency of tourism.
The sample included 153 mainland tourists who had visited Feng-Chia Tourist Night Market. The questionnaires consists 30 questions of six dimensions including facility management, price, souvenirs and snacks, atmosphere, service quality and others. The study adopts a customer satisfaction measurement model to examine mainland tourists’ expectation and perceived performance, and analyze their revisit and recommendation intentions. The perceived performance is lower than expectation, and it shows that the marketing mix of Feng-Chia Tourist Night Market didn’t satisfy their needs. Their feedback of customer satisfaction from Feng-Chia Tourist Night Market were between “neither agree nor disagree” and “somewhat agree.”